Marketing strategy analysis in improving sales at Warung Bakso Azza Banjarbaru

Abstract

This study aims to determine the appropriate marketing strategy to increase sales at Warung Bakso Azza Banjarbaru through a SWOT analysis approach. The research adopts a qualitative descriptive method with a total of seven informants consisting of employees and the owner of Warung Bakso Azza Banjarbaru. The data sources include both primary and secondary data, while the data analysis technique used is descriptive analysis with a SWOT approach. The SWOT analysis involves identifying internal factors (strengths and weaknesses) and external factors (opportunities and threats) to determine the most suitable strategy for the business. The research findings indicate that the strength factor scored 2.10 and the weakness factor scored 1.35, resulting in a difference of 0.75. Meanwhile, the opportunity factor scored 2.68 and the threat factor scored 0.86, resulting in a difference of 1.82. These differences formed a coordinate point of (0.75:1.82), which places Warung Bakso Azza in quadrant I of the SWOT diagram. This position suggests that an aggressive strategy is the most appropriate for the business, as it possesses significant strengths and opportunities that can be leveraged to maximize its market potential. The conclusion of this study emphasizes that utilizing internal strengths to capitalize on external opportunities is key to improving sales performance at Warung Bakso Azza Banjarbaru